Mksc Tables Figures

---
name: mksc-tables-figures
description: Use when building the exhibits for a Marketing Science manuscript — estimate tables, model-fit tables, comparative-statics figures, and counterfactual/policy-simulation exhibits in INFORMS house style. Designs the exhibits; it does not run the estimation (mksc-data-analysis) or write the prose (mksc-writing-style).
---

# Tables & Figures (mksc-tables-figures)

## When to trigger

- Estimate or counterfactual tables are cluttered or not self-explanatory
- Comparative statics / elasticities are buried in text instead of an exhibit
- A figure does not make the model's mechanism or policy result legible
- Exhibits are off INFORMS house style

## The exhibits a modeling paper needs

A Marketing Science paper is read through its model and its counterfactuals, so the core exhibits differ from an experiments paper:

- **Estimates table.** Structural parameters (preferences, dynamics, supply) with standard errors; group by demand vs. supply; label normalizations. Report elasticities (own/cross-price) and implied margins, not just raw coefficients.
- **Model-fit table/figure.** Predicted vs. actual moments/shares/prices; in-sample and holdout. Make goodness-of-fit visible.
- **Comparative-statics figure** (analytical papers). Plot how equilibrium prices/profit/advertising move with the key parameter; annotate the counterintuitive region that is the contribution.
- **Counterfactual/policy table.** Baseline vs. counterfactual outcomes (prices, shares, profit, consumer surplus/welfare) with uncertainty intervals; decompose the driving mechanism.
- **Identification/sensitivity exhibit** where helpful (sensitivity of estimates to moments; first-stage strength).

## INFORMS house style

- Number tables and figures consecutively; give each a self-contained caption that states the model/sample and what the reader should conclude.
- Define every symbol and notation used; report units and the estimand.
- Note the estimator and standard-error type in the table notes (e.g., "GMM; standard errors in parentheses").
- Keep figures clean and grayscale-legible; the model's intuition should survive black-and-white printing.
- Heavy supporting exhibits (full parameter sets, additional counterfactuals, derivations) belong in the online appendix to keep the main text succinct.

## Checklist

- [ ] Estimates table reports elasticities/margins, not just coefficients; SEs + estimator noted
- [ ] Model-fit exhibit (in-sample + holdout) included
- [ ] Comparative-statics figure for analytical results, annotated
- [ ] Counterfactual table: baseline vs. policy, with uncertainty + mechanism
- [ ] Every symbol/notation defined; captions self-contained; units stated
- [ ] Secondary exhibits moved to the online appendix

## Anti-patterns

- A coefficient dump with no elasticities, margins, or interpretation.
- Counterfactual numbers with no uncertainty or baseline comparison.
- Figures relying on color that vanish in grayscale.
- Captions that name the table but not the conclusion.

## Output format

```
【Estimates】params + elasticities/margins; SEs + estimator in notes
【Fit】predicted vs actual (in-sample/holdout) exhibit present?
【Comparative statics】figure for analytical claim, annotated?
【Counterfactual】baseline vs policy + uncertainty + mechanism
【Style】notation defined; captions self-contained; grayscale-safe
【Appendix】secondary exhibits relocated
【Next step】mksc-writing-style
```